Research Data Digital Marketing Belgium 2012

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An overview of key digital marketing data in Belgium for 2012. Survey by The Reference, supported by conversionation and #fusionmex. More on …

An overview of key digital marketing data in Belgium for 2012. Survey by The Reference, supported by conversionation and #fusionmex. More on http://www.referencedata.be/en/investments-digital-marketing

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  • 1. Reference Data edition 1, January 13th 2012:DIGITAL MARKETING LANDSCAPE IN BELGIUMCurrent investments and trends for the future 1
  • 2. In this Reference Data report… I BUDGET & ALLOCATION II SATISFACTION & 2012 PLANS III DIGITAL MARKETING CHALLENGES IV APPENDIX 2
  • 3. Total & Digital Marketing budget 150 K TOTAL MARKETING BUDGET (ONLINE & OFFLINE) TOTAL DIGITAL MARKETING MARKETING BUDGET SHARE BUDGET 2011 BUDGET 2011 ALL COMPANIES € 150.000 € 30.000 20% 20% TARGET GROUP B2C € 750.000 € 150.000 20% B2B € 37.500 € 13.125 35% Other € 150.000 € 30.000 20% LOCATION Flanders € 150.000 € 30.000 20% Brussels / Wallonia € 400.000 € 100.000 25% SIZE 80% Small (1-50) € 37.500 € 13.125 35% Medium (51-250) € 250.000 € 62.500 25% Large (250+) € 750.000 € 131.250 18% On average, 20% of the total marketing budget is invested in digital marketing initiatives. Total (and therefore online as well) marketing budgets Spent on digital marketing Spent on offline marketing tend to be smaller among pure B2B players and companies operating in Flanders. Finally, the larger the company, the higher the budget (althoughQ1 : How much is the total marketing budget (online, print, TV, outdoor, etc.) of yourcompany for 2011? the share of online marketing tends to drop among large industry players).Q2: What percentage of your total marketing budget do you spend on digital marketing?N = 150 | Filter: none 3
  • 4. Evolution digital marketing budget € 160,000 € 150,000 € 140,000 € 130,000 € 120,000 € 110,000 € 100,000 € 90,000 € 80,000 € 70,000 € 60,000 € 50,000 € 40,000 € 30,000 € 20,000 € 10,000 €0 All companies B2C B2B Other Flanders Brussels / Small (1-50) Medium (51-250) Large (250+) Wallonia Budget growth 2012 Budget growth 2011 Digital marketing budget 2010Q1 : How much is the total marketing budget (online, print, TV, outdoor, etc.) of your company for 2011? As mentioned before, digital marketing budgets areQ2: What percentage of your total marketing budget do you spend on digital marketing? Q1 and Q2 used to calculate the digital marketing budget 2011 higher in B2C, companies in Brussels / Wallonia andQ3: To what extent has the digital marketing budget for 2011 changed compared with 2010? companies with 250+ employees. On average, budgets Q3 used to estimate the digital marketing budget 2012 (based on 2011 budget)Q4: To what extent will the digital marketing budget alter in 2012 compared with 2011? grew with 5,5% in 2011 (compared to 2010) and the Q4 used to estimate the digital marketing budget 2012 (based on 2011 budget) same growth rate is to be expected in 2012.N = 150 | Filter: none 4
  • 5. Digital marketing budget allocation 30 K DIGITAL MARKETING BUDGET SPENT ON Who is the main decision making unit when Classic websites 22% it comes to digital marketing initiatives? Social presence 12% MAIN DMU DIGITAL MARKETING SEO 11% Marketing 51% (Senior) management 30% E-mail marketing 11% Communication / PR 13% SEA 8% IT 0% E-commerce sites HR 0% 6% Other department 6% Web analytics 6% Banner advertising 5% FTE’s on average involved in Social media monitoring Social ads 5% 4% 4 digital marketing initiatives (strategy, planning, execution, follow-up) Mobile sites 4% Mobile apps 3% The main areas of investment are (1) corporate websites (brand and Mobile ads 1% product sites included, (2) social presence !, (3) SEO optimization and (4) e-mail marketing. Mobile is pretty much unexplored Mobile games 0% territory for most Belgian companies.Q1 : If you could invest EUR 100 in the following forms of digital marketing, how would youdivide up this EUR 100? Digital marketing is in the hands of the marketing department orQ2: Which department in your company takes the most decisions about your digital marketing management (especially among small enterprises).strategy?Q3: How many employees work on digital marketing (strategy, budget Finally, on average there are 4 people working full-time on digitalmanagement, coordination, implementation and follow-up) in your company? marketing within their company. 5N = 150 | Filter: none
  • 6. Overview digital marketing actions Classic websites 96% 3% Web analytics 82% 11% 4% 3% E-mail marketing 75% 11% 11% 4% SEO 70% 18% 7% 5% Social presence 62% 14% 18% 6% SEA 54% 10% 19% 17% Banner advertising 53% 9% 12% 25% Social media 46% 17% 25% 11% monitoring E-commerce sites 33% 10% 22% 35% Social ads 27% 15% 32% 26% Mobile sites 15% 17% 49% 19% Mobile apps 15% 11% 38% 36% Mobile ads 7% 5% 35% 53% Mobile games 2%2% 19% 77% Done In progress In consideration No interest Compared to the budget allocation ranking we see higher positions for web analytics and e-mail marketing, meaning most companies invested more in these areas in the earlier stages of their digital marketing efforts. Nowadays, we see an investment shift to search engine marketing (seo/sea) and social presence. Mobile marketing is still fairly new for most companies, but more than 2 in 5 are considering “doing something” on mobile (mainly optimizing their site for mobile).Q : Where does your company stand with regard to the following forms of digital marketing?N = 150 | Filter: none 6
  • 7. Overview digital marketing actions B2C versus B2B B2C B2B % done reported 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Classic websites SEO Social presence Social media monitoring E-commerce sites Mobile sites Mobile games The main gap between B2C and B2B companies when it comes to the uptake of digital marketing forms are the following: e-commerce integration (33% lower in B2B), web bannering (32% lower in B2B), social media monitoring (22% lower in B2B) and social presence (20% lower in B2B).Q : Where does your company stand with regard to the following forms of digital marketing? (% done reported)N = 150 | Filter: none 7
  • 8. Overview digital marketing actions Split company size Small (1-50) Medium (51-250) Large (250+) % done reported 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Classic websites E-mail marketing Social presence SEA E-commerce sites Mobile apps Mobile ads All companies (large and small) are investing in their website (larger companies do tend to integrate more e-commerce elements into it), web analytics, e-mail marketing and SEO. Smaller companies tend to be slightly more present on social channels, whereas larger companies invest more in classic banner ads. Larger companies are more into online conversation monitoring.Q : Where does your company stand with regard to the following forms of digital marketing? (% done reported)N = 150 | Filter: none 8
  • 9. In this report… I BUDGET & ALLOCATION II SATISFACTION & 2012 PLANS III DIGITAL MARKETING CHALLENGES IV APPENDIX 9
  • 10. Satisfaction digital marketing initiatives % TOP 2 Web analytics (n=122) 13% 52% 25% 7% 3% 65% Classic websites (n=143) 13% 50% 20% 14% 4% 62% Social media monitoring 10% 52% 28% 10% 62% (n=68) SEO (n=104) 10% 47% 31% 11% 2% 57% SEA (n=80) 13% 44% 25% 18% 1% 56% Social presence (n=92) 11% 40% 27% 20% 2% 51% Social ads (n=41) 49% 32% 15% 5% 49% E-commerce sites (n=50) 6% 42% 32% 18% 2% 48% E-mail marketing (n=111) 4% 42% 32% 18% 4% 46% Banner advertising (n=78) 3% 39% 36% 21% 3% 41% Very satisfied Satisfied Neutral Not satisfied Not at all satisfied It’s quite surprising that most Belgian companies aren’t that happy with the effectiveness of their digital marketing initiatives, even with the most commonly adopted forms such as their corporate web presence, web analytics and SEO. Based on more in-depth analysis, there is no specific segment (in terms of size, customer audience, region) which is more (dis)satisfied.Q : To what extent are you satisfied with the effectiveness of the following forms of digital marketing in your company?N = 150 | Filter: only for the digital marketing initiatives currently implemented. Note: mobile sites, mobile ads, mobile games and mobile apps excluded because of low counts (<25). 10
  • 11. 2012 investments digital marketing Top 2 Leaders (*) Diff Social presence 6% 49% 35% 6% 3% 55% 59% 3% SEO 5% 45% 45% 4% 50% 44% -6% Classic websites 9% 41% 43% 7% 49% 51% 2% E-mail marketing 4% 42% 47% 6% 46% 37% -9% Social media monitoring 3% 43% 47% 4% 3% 46% 59% 13% SEA 2% 35% 51% 7% 5% 37% 46% 10% Web analytics 3% 33% 59% 4% 36% 34% -2% Social ads 2% 33% 53% 6% 6% 35% 44% 9% Mobile sites 4% 31% 49% 5% 11% 35% 39% 4% E-commerce sites 6% 25% 55% 4% 10% 31% 32% 0% Banner advertising 23% 61% 9% 7% 24% 24% 0% Mobile apps 3% 21% 56% 5% 15% 24% 20% -5% Mobile ads 17% 59% 7% 16% 19% 24% 6% Mobile games 3% 62% 6% 28% 4% 0% -4% Far more More As much Less Far less Despite mixed feelings in terms of satisfaction, companies understand the importance of digital marketing. Social presence is a key area of investment with 55% planning to invest more in social media in 2012. Lead generation via search engines (seo) and e-mail marketing are strategic pillars in their digital marketing plans as well. Companies that claim to be leading in terms of digital marketing are planning to invest significantly more in social media monitoring and social / mobile advertising.Q : To what extent is your company planning to invest more or less in the following forms of digital marketing in 2012?N = 150 | Filter: none(*) Leading = the respondents who reported to be (far) ahead in terms of digital marketing compared to their main competitors (n=46) 11
  • 12. Digital marketing focus quadrant 2012 investment intention RUNNER-UPS CERTAINTIES Few companies are currently adopting These are digital marketing initiatives these digital marketing techniques, but which have been adopted by most many companies see potential in them in Belgian companies. Moreover, most the near future. If companies keep companies are planning to invest more investing in them and they turn out to into these areas, meaning these actions deliver added value / ROI, these will remain the foundations for their initiatives might evolve into certainties. digital marketing plans. NICHE MATURE These are areas that are quite These are digital marketing actions which unexplored by Belgian companies: there are used quite common among Belgian is a low uptake and investments don’t companies. Companies will keep seem to increase significantly in the near investing into these areas, but allocated future. budgets won’t increase that much anymore. Currently implementedQ currently implemented : Where does your company stand with regard to the following forms of digital marketing? (% we do it at the moment reported)Q 2012 investment intention: To what extent is your company planning to invest more or less in the following forms of digital marketing in 2012? (% more + far more reported)N = 150 | Filter: none 12
  • 13. Digital marketing focus quadrant 60% Bubble size = current budget allocation Runner-ups Certainties Classic websites Social presence 50% Social media monitoring SEO 40% E-mail marketing Mobile sites Social ads 2012 higher investment intention SEA Web analytics Mean all items E-commerce sites 30% Mobile apps Banner advertising 20% Mobile ads 10% Mobile games 0% Mature Niche Mean all items 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Currently implementedQ currently implemented : Where does your company stand with regard to the following forms of digital marketing? (% we do it at the moment reported)Q 2012 investment intention: To what extent is your company planning to invest more or less in the following forms of digital marketing in 2012? (% more + far more reported)N = 150 | Filter: none 13
  • 14. In this report… I BUDGET & ALLOCATION II SATISFACTION & 2012 PLANS III DIGITAL MARKETING CHALLENGES IV APPENDIX 14
  • 15. Digital marketing challenges % TOP 2 Hard to generate insights from the huge quantity of company 2% 43% 25% 28% 2% 45% data Hard to determine ROI digital marketing 9% 36% 17% 30% 7% 45% Hard to find / keep people with digital 4% 35% 35% 23% 3% 39% marketing expertise Hard to obtain budget for digital marketing 4% 31% 23% 35% 7% 35% Hard to find competent 3rd parties for digital 5% 24% 29% 36% 6% 29% marketing Hard to stay abreast of latest digital trends 3% 23% 21% 40% 13% 25% Agree entirely Agree Neutral Dont agree Dont agree at all One of the main challenges for Belgian companies in the coming years is the ability to turn a vast amount of company data into insights. Measuring the return of investment on digital marketing remains an issue among companies: 45% agrees that ROI calculations are hard to determine. Finally, 4 out of 10 companies have difficulties finding or keeping people with proficient digital marketing skillsQ : To what extent do you agree with the following statements?N = 150 | Filter: none 15
  • 16. Digital marketing outsourcing 18% 82% IS OUTSOURCING DIGITAL MARKETING digital marketing activities 3,4 outsourced on average Classic websites 62% Banner advertising 48% 82% SEO 45% SEA 44% Mobile apps 41% Outsourcing digital marketing Not outsourcing digital marketing E-commerce sites 37% More than 4 out of 5 Belgian companies are outsourcing at least 1 Mobile sites 35% digital marketing activity (with an average of 3,4 outsourced activities). Social ads 30% The main outsourced activities are website creation / maintenance, bannering and search engine marketing. Scanning the E-mail marketing 27% social landscape and setting up a presence is relatively more done in- Web analytics 21% house. Only 1 in 5 consults an external party for web analytics purposes. Social media monitoring 20%Q : Which of the following forms of digital marketing are outsourced to an external party, whether partially Social presence 10%or entirely (e.g. a digital agency, advertising agency, etc.)?N = 150 | Filter: none 16
  • 17. Outsourcing reasons and plans CURRENT REASONS FOR OUTSOURCING DIGITAL MARKETING PLANNING TO OUTSOURCE DIGITAL MARKETING IN THE FUTURE 0% Insufficient internal Definitely not 56% resources 4% Insufficient internal 52% knowledge 6% Access to new insights / Probably not 50% ideas 19% Access to latest trends / 42% best practices 22% Maybe maybe not Faster execution 24% 44% Higher flexibility 17% 40% Probably Cheaper to outsource 7% 30% Avoid internal politics 4% 33% Definitely Other reason 3% 4% DIGITAL MARKETING MATURITY(*) Outsourcing digital marketing Not outsourcing digital marketingOUTSOURCE REASONS (far) behind Same level (far) ahead Insufficient internal knowledge 63% 53% 40% The main reasons why Belgian companies outsource their digital Insufficient internal resources 63% 55% 51% marketing initiatives is the lack of internal resources and Access to new insights / ideas 33% 52% 63% expertise (especially among companies that are less mature when it comes to digital marketing). Even when there are in-(*) Self-reported compared to main competitors house resources, companies still like to call upon external parties to get access to the latest trends and new ideas.Q1 :What are the main reasons why you call upon external parties for your digital marketing activities?Max 3 answers possible. N = 123 | Filter: if currently outsourcing Hence, the strong intentions of most companies to keepQ2 :In the future will you call (more frequently) on external parties for your digital marketing activities? outsourcing their digital marketing actions.N = 150| Filter: none 17
  • 18. In this report… I BUDGET & ALLOCATION II SATISFACTION & 2012 PLANS III DIGITAL MARKETING CHALLENGES IV APPENDIX 18
  • 19. Methodology• Objectives study • Give an overview of the digital marketing landscape in Belgium in terms of budget, resource allocation, satisfaction and plans for 2012. • Understand the evolution in the different domains of expertise• Target group • Responsible for digital marketing initiatives (budget allocation, schedule, supplier selection, coordination of initiatives) within their company • Geographical scope: Belgian companies• Sample information • Data collected through online survey • Field work conducted between 2 – 30 November 2011 • Sample size: 150 respondents responsible for digital marketing within their company • Error margin of results: +/- 7,8% 19
  • 20. Definition of digital marketing• By digital marketing we mean: • Search engine optimization (seo, improving your position in organic search results) • Search engine advertising (sea, paying search results, e.g. Google Adwords campaigns) • Banner advertisements • Websites (company, product and mini websites) • E-mail marketing • Social media (monitoring software, presence on social media, advertising on social media) • Mobile (advertising, mobile applications) • Online games • … 20
  • 21. Company and respondent profile COUNT COLUMN N % COUNT COLUMN N % GOOD OR SERVICES COMPANY SIZE Products 41 27% Small (1-50) 73 49% Services 68 45% Medium (51-250) 34 23% Both 41 27% Large (250+) 43 29% B2B OR B2C ESTIMATED TURNOVER 2011 Consumers 36 24% EUR -50K 9 6% Other companies 58 39% EUR 50-99K 4 3% The public sector 4 3% EUR 100-250K 4 3% We have several client groups 52 35% EUR 250-500K 4 3% COMPANY TYPE EUR 500K-1M 9 6% A Belgian company without branches 57 38% EUR 1-5M 15 10% A Belgian parent company with several branches 47 31% EUR 6-10M 5 3% A branch of a Belgian parent company 2 1% EUR 11-25M 10 7% A branch of a foreign parent company 44 29% EUR 26-50M 3 2% LOCATION IN BELGIUM EUR 51-100M 9 6% Flanders 98 65% EUR 101-250M 2 1% Brussels 47 31% EUR 251-500M 4 3% Wallonia 5 3% EUR 501-1000M 2 1% MAIN TRADING AREA EUR +1000M 6 4% Belgium only 69 46% I prefer not to say 64 43% Benelux only 24 16% SECTOR Europe 23 15% Goods / production Industry 14 9% Europe and North America 0 0% Public administration 5 3% Broader than Europe and North America 2 1% Construction 6 4% Worldwide 32 21% Distribution 14 9% DEPARTMENT RESPONDENT Hotel and catering 2 1% (Senior) management 21 14% Transport 3 2% IT 9 6% Telco & ICT 18 12% Marketing 86 57% Finance / insurances 14 9% Communication / PR 23 15% B2B service provider 16 11% HR 0 0% Health care and social services 7 5% Other department 11 7% Culture recreation and other personal services 9 6% Media / publishing 13 9% Other 29 19% 21
  • 22. Contacts for the press:Anja CappelleManaging Director The Reference0475 92 88 9709 234 05 36Vicky Van DaeleMarcom0468 11 70 5009 234 05 36Gianni CooremanDigital strategist0494 52 17 7609 234 05 36 22